The Google Display Network is frightening in its ability to allow for massive profit & loss margins!
A recent WebSavvy client came to us with a pretty legitimate complaint about poor service. Their previous agency had spent $15k to generate 3 leads. WebSavvy used various targeting methods to target their prospects with much greater accuracy.
Those $5000 leads turned into $15 leads in less than a fortnight. That’s 1000 leads instead of 3 – for the exact same spend.
So it’s worth your while to spend some time carefully choosing where to target your ads.
Here are your 4 options to consider when you tell Google where your ads.
Managed Placement Targeting
Exactly like it sounds. You select the site, or even the exact page you want to display your ads. You could enter in ESPN.com and your ads could be shown to sports fans. But if you know that motorsports enthusiasts are your big market you can fine tune your selection to have your ads shown on http://espn.go.com/racing/ But lets say you want to go even finer than merely motorsports, you’d get downright specific and enter in http://espn.go.com/racing/nascar/ and your ads will be shown just to NASCAR fans and not those hoity toity F-1 followers.
This kind of selection and control is great. But it has a drawback. You’ve got to manually enter in every site & page. And you’re limited to your existing knowledge of websites. Even spending hours & hours researching will only help so much… there are billions of web pages out there you could target, so you could be researching for a while.
Google categorizes all of their sites into roughly 2,200 topics and you can use these topics to fine tune where your ads are seen. Within these topics are 26 categories which you could use for a really broad reach, they breakdown further and further to let you refine your selection..
For this example lets say you had a store selling outdoor gear. For a broad reach you might choose “Hobbies & Leisure” to start. To refine it you go one step further to “Hobbies & Leisure>Outdoors” and if you’ve got lots of fishing tackle, go even further to “Hobbies & Leisure>Outdoors>Fishing”
Topic Targeting is a great place start with GDN, but it is still a pretty broad net to cast. With the above example a specialty fishing store couldn’t get any more refined than the fairly broad topic of “fishing”. Not even freshwater vs saltwater.
Remember when you were scouring your brain, the keyword planner and a psychic to get your initial keywords for your AdWords account? Well you can use those keywords again, without the struggle.
Keyword Targeting lets you tell Google to only advertise on pages that fit the criteria you want. By using a handful of keywords to explain a particular ‘theme’ to Google, Google then explores its network until it finds pages that match & voila, your ads are shown there.
One keyword may be enough, so you could have your ads show on sites with that fit the term “iPhone”. But that is going to be a big audience. Like topic targeting, you can fine tune by adding more keywords. So (and this is just to get really specific) if you were selling an app that was a contraction timer for first time dads. A subject near & dear to our hearts at WebSavvy! A good mix of keywords would be “Expecting Dads”, “Labour pains”, “Contraction Timer” and “Pregnancy”. Going this extra step will ensure you’re far more likely to get your ads in front of the right people.
Guess what? Google knows a fair bit about you. They know what you look at, what you buy and where you spend your time online. And its not just you, its all Google users!
If you spend a lot of time looking at celebrity gossip sites (no judging), Google will make the assumption that you like them. And if you spend your time reading celebrity gossip about athletes, Google will add sports to your profile too.
Behavioral Targeting lets you take advantage of Google’s insider insight on its users. Google will show your ads to people it believes will be interested in your business. They’ll feature your ads to these people no matter the site. Even though someone will be looking at a golf site, if their profile shows stamp collecting, they could be seeing stamp ads. (People still use stamps!)
Now would be a great time to take a look at your GDN campaigns and make sure you’re getting the most out of them! And if you’re thinking that the GDN is just too big to take on, WebSavvy can help.
This is the first in a series of GDN Blogs